Description
This integrated campaign wove a single, powerful regional story across product, craft, and community. Product: A limited-edition Laal Paar saree, made from recycled Coke PET bottles. Craft: We collaborated with Phulia’s local weavers, making them partners and heroes. Activation: The sarees became a living outdoor medium, worn by community women at a key Kolkata Pujo pandal. Content: The entire journey from waste to wonder became our PR story, generating earned media. Every element was deeply rooted in Bengal, creating a seamless narrative that integrated Coca-Cola into the cultural fabric, not just the media landscape.
